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The Ladder of Evidence

Generate high value learning in your customer interviews.

Key takeaways

  • Avoid asking speculative questions (like Why… or What they would do)
  • Ask for specific stories from the past. This creates the richest insights.
  • Look for evidence of ACTION to evaluate the solution. Simulate and let them take action.

The Ladder of Evidence

People are telling you much more when you ask them about a specific moment and share that stories around it - context, emotions, experiences. Instead of just quick answers with unspecific questions.

On the top of the ladder - they replace the question: How do you like …? And instead ask the user to take action.

Ask them to show you what they did: Is great when you can compare to an already existing solution (from a e.g. a competitor). Observe them in their real life experience.


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